Competitive B2B Marketing
The Pros and Cons of
Competitive Marketing
Christopher Ryan
info@fusionmarketingpartners.com
To Compete or Not to Compete?
This is a decision that is rich with
opportunity but also fraught with peril.
So how do you ...
First…
First, make sure you understand why you
want to run the competitive campaign in
the first place.
To create a winner...
Then…
You then need to reach these individuals
and companies with an offer so compelling
that it upsets the status quo.
Th...
5 Characteristics
While every situation is different, here
are five criteria that indicate a competitive
marketing program...
5 Characteristics
1. Your competitor is better known –
– Like they say in politics, if you are the challenger or
underdog,...
5 Characteristics
2. You have an identified differentiation –
– Few prospects will respond to a generic message like, “We
...
5 Characteristics
3. You make it easy to switch –
– It can be a daunting proposition for someone to switch
large and compl...
5 Characteristics
4. There is a precipitous event –
– Anything that causes a change in the business or sales
climate, maki...
5 Characteristics
5. Your offer is compelling –
– Even if you have a unique differentiation, it is easy to
switch, and the...
Highly Targeted
A highly targeted approach usually works
better than broad-based advertising.
The biggest challenge in com...
Unintended Consequences
We advise our clients to take the high road
in competitive marketing – because an
overly negative ...
Check Back!
Download our
Complimentary Lead
Generation eBook!
Check back in the coming weeks to learn more
about B2B marke...
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content...
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Pros and Cons of Competitive Marketing

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Competitive marketing campaigns are rich with opportunity but also fraught with peril. So how do you exploit the opportunity while leaving the peril behind? Here are five criteria that indicate a competitive marketing program has a good chance of success:
1. You competitor is better known.
2. You have an identified differentiation.
3. You make it easy to switch.
4. There is a precipitous event.
5. Your offer is compelling.

A highly targeted approach to competitive marketing usually works better than broad-based general advertising.

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Pros and Cons of Competitive Marketing

  1. 1. Competitive B2B Marketing The Pros and Cons of Competitive Marketing Christopher Ryan info@fusionmarketingpartners.com
  2. 2. To Compete or Not to Compete? This is a decision that is rich with opportunity but also fraught with peril. So how do you exploit the opportunity while leaving the peril behind?
  3. 3. First… First, make sure you understand why you want to run the competitive campaign in the first place. To create a winner, you have to be able to identify those who have already purchased from your competitors or are planning to do so.
  4. 4. Then… You then need to reach these individuals and companies with an offer so compelling that it upsets the status quo. The point is: Knowing when not to attack a competitor is just as important as knowing when to do so.
  5. 5. 5 Characteristics While every situation is different, here are five criteria that indicate a competitive marketing program has a good chance of success: 1. Your competitor is better known 2. You have an identified differentiation 3. You make it easy to switch 4. There is a precipitous event 5. Your offer is compelling
  6. 6. 5 Characteristics 1. Your competitor is better known – – Like they say in politics, if you are the challenger or underdog, you attack because you have more to gain and less to lose. – In business, when your larger competitor counterattacks, they put you on a level playing field in the minds of the target audience. – In fact, their counterattacks can sometimes bring you more publicity than you could have achieved on your own.
  7. 7. 5 Characteristics 2. You have an identified differentiation – – Few prospects will respond to a generic message like, “We are just as good as Company X.” – To get them to choose you instead of the incumbent, you need to show them how you are unique and better in some valuable aspect. – This can’t be an incremental advantage; it must be a game- changer for your prospect to seriously consider it.
  8. 8. 5 Characteristics 3. You make it easy to switch – – It can be a daunting proposition for someone to switch large and complex products or services. – This can even be true for less expensive and non-complex products. – The more painless you can make the transition, the better.
  9. 9. 5 Characteristics 4. There is a precipitous event – – Anything that causes a change in the business or sales climate, making the prospect more receptive to your offer. – A precipitous event can create a strong sense of urgency, shorten your sales cycle, and reduce sensitivity to price. – Here are some examples of precipitous events: • A competitor raises their prices • A competitor has a product quality problem • A competitor has a product delivery failure • A competitor has a scandal of some type • An outside force (e.g. regulation or industry shift) changes the landscape
  10. 10. 5 Characteristics 5. Your offer is compelling – – Even if you have a unique differentiation, it is easy to switch, and there is a precipitous event, you still need to give prospects a good reason to give up on the competitor. – The benefits of switching have to be greater than the comfort and inertia of the status quo. • This may require a financial incentive so strong that you lose money on the initial transaction. • This is unacceptable for a one-time sale, but can be worthwhile if the lifetime value of the new customer is large.
  11. 11. Highly Targeted A highly targeted approach usually works better than broad-based advertising. The biggest challenge in competitive marketing campaigns is locating those who already do business with your competitor. A targeted pay-per-click campaign may be your best option.
  12. 12. Unintended Consequences We advise our clients to take the high road in competitive marketing – because an overly negative attack can backfire and subject you to the Law of Unintended Consequences. If your campaign is in bad taste or not supported by a defensible business case, you may end up in a worse position than where you started.
  13. 13. Check Back! Download our Complimentary Lead Generation eBook! Check back in the coming weeks to learn more about B2B marketing and lead generation!
  14. 14. About Fusion Marketing Partners Christopher Ryan, CEO We Do This: Brand building/messaging Website optimization Content creation Lead generation You Get This: Much greater levels of awareness Higher quantities of qualified leads Ability to generate faster revenue Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) info@fusionmarketingpartners.com 719-357-6280

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